The effect of the space-time congruency effect on perceived persuasiveness of political campaign posters.
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2025-07-02
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en
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Cumulative evidence has demonstrated that spatial references are something every human possesses and uses daily. Considerable efforts have been made to make the connection between spatial references and their use in advertisements and campaigns. Drawing on this prior knowledge, the current study studied the influence of the space-time congruency effect on perceived persuasiveness of political campaign posters. It was predicted that congruent posters (with the text on the right) improve perceived persuasiveness. To assess this, three political themes were chosen, and two political campaign posters were designed for each topic. Four conditions were made combining (in)congruence and time relevance. In this study, time relevance meant whether a stimulus was connected to the future or not. Time relevance was investigated as it is connected to the space-time congruency which was the focus of this study. The results showed no evidence to support the idea that the space-time congruency effect has an influence on perceived persuasiveness of political campaign posters. The research made a valuable contribution connecting the space-time congruency effect and persuasion looking at political campaign posters. Moreover, a scale was developed.
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